UX CASE STUDY

INM300SBB Michelle Yiu

 INTRODUCTION
Project Overview

This case study documents the development process of designing a

user-friendly mobile application for Dairy Drop, a start-up offering a sub-
scription-based delivery service for dairy and non-dairy products. The
main goal was to design an app that brings convenience to busy people
and households, so they can subscribe and manage the orders easily.

To ensure a user-centered solution, I have employed the Double Dia-

mond design process for this project, consisting of four key phases:

• Discover: Problem space research, competitor analysis, and identify-

ing target user needs.
• Define: Synthesizing research into clear defining of user personas,
user journey mapping, and clear design goals.
• Develop: Solution development and conceptualization through pro-
totyping and wireframing.
• Deliver: Testing the developed solutions, refining the design based
on feedback, and developing the final high-fidelity designs and pro-
totype.

My Role

In this project, my role included all the stages of the UX design process, which were:

• UX Researcher: Conducted research, competitive analysis, and user interviews to understand the user needs and the market.
• UX Designer: Developed user personas, empathy maps, user flows, sitemaps, and journey maps to define the user experience.
• UI Designer: Created wireframes (low, mid, and high-fidelity), user interface, and built interactive prototypes.
• Usability Tester: Conducted and designed different tests to gather user input to iterate over the designs.
 GOALS
Client Goals Design Goals

• Create a user-friendly app for their subscrip- • Design a clean, minimalistic, and visually appealing
tion-based dairy (& non-dairy) delivery service. user interface.

• Offer customization in subscriptions and delivery • Ensure the app is responsive across different devic-
frequency. es (smartphones, tablets).

• Showcase a comprehensive product catalog, in- • Create a logical, user-friendly navigation structure
cluding unique proprietary items and packages. requiring minimal taps.

• Ensure a secure and versatile payment system. • Enable easy editing of subscriptions (add/remove
products, adjust frequency).
• Allow flexible delivery scheduling and provide sta-
tus updates. • Implement a notification system for delivery up-
dates and order issues.
• Implement real-time order tracking.

• Provide accessible in-app customer support (FAQs,

Chatbot).

• Streamline the delivery process for efficiency and

freshness.

• Encourage subscriptions while allowing one-time

trials.
 PROBLEM & CHALLENGE
Problem Statement Challenge

Busy individuals and families often find grocery trips The core challenge was to design a seamless and in-
for essentials like milk inconvenient and face inconsis- tuitive mobile application for a new subscription-based
tent stock for preferred brands. Existing delivery op- dairy delivery service, Dairy Drop. This involved
tions may lack efficiency, freshness, and the flexibility translating the client's vision for convenience, cus-
needed to customize orders and delivery frequency. tomization, and reliability into a user-friendly digital
experience. The app needed to overcome common
user frustrations such as inconvenient shopping trips,
inconsistent product availability, inefficient deliveries,
Problem Solution
and inflexible subscription models. Balancing a com-
This creates a need for a reliable, dedicated service. prehensive feature set (including product catalogs,
The Dairy Drop app aims to solve this by offering cus- subscription management, secure payments, sched-
tomizable subscriptions, a diverse product catalog, uling, tracking, and support) with a clean, minimalist
and efficient, trackable deliveries through an intuitive design and easy navigation was crucial for user adop-
mobile interface. tion and satisfaction. Furthermore, the design needed
to effectively communicate Dairy Drop's unique value
proposition of high-quality, sustainable, and ethically
sourced products.
 PROJECT VISION
Aims Uncertainties Success Measurements

• Establish Dairy Drop as a leader • User adoption rate for a new sub- • App download and user registra-
in convenient and sustainable scription service. tion numbers.
food delivery.
• Managing logistics for efficient, • Subscription conversion rates
• Achieve high user satisfaction real-time delivery tracking across (trials vs. full subscriptions).
through an intuitive interface and service areas.
flexible features. • User engagement metrics
• Balancing subscription focus with (e.g. frequency of use, order cus-
• Promote healthier and more sus- accommodating one-time trial tomization rates).
tainable lifestyles for customers. users.
• Customer satisfaction scores
• Offer unique value through pro- • Ensuring consistent availability of (e.g. app store ratings, in-app
prietary products and transparent unique, ethically sourced prod- feedback).
sourcing. ucts.
• Order completion rates and deliv-
• Build a loyal customer base ery timeliness.
through reliability and excellent
support. • Reduction in customer support
inquiries related to usability.
 CLIENT
Dairy Drop is a start-up dairy and non-dairy delivery service founded on principles of sus-
tainability, ethical sourcing, and convenience. Born from a desire to combat waste and in-
efficiency in the traditional dairy industry, Dairy Drop aims to provide customers with fresh,
high-quality, organic milk and alternatives sourced from local, ethical farms.

Slogan: "Make every drop count"

Client Goals/Problems Addressed:

• Provide a convenient alternative to grocery store trips for dairy essentials.
• Ensure consistent availability of high-quality and unique products (including proprietary
milk/alternatives).
• Offer an efficient, reliable delivery service focused on freshness.
• Provide flexible and customizable subscription options.

Brand Keywords: Sustainable, Ethical, Organic, Convenient, Reliable, Fresh, High-Quality,

Local, Transparent, Modern, Innovative, Trustworthy.

Key Messages: Dairy Drop delivers high-quality, sustainable, and ethically sourced milk/
alternatives directly to your door, offering convenience and supporting environmentally
friendly practices. They emphasize transparency in sourcing and production and use elec-
tric delivery vehicles.

Mission/Vision: To provide high-quality, sustainable, and ethically sourced milk while taking
care of the environment and animals. Dairy Drop is dedicated to reducing waste, promot-
ing sustainable living, and helping customers lead healthier lifestyles through a modern,
transparent, and dependable service.
COMPETITIVE
ANALYSIS
 RESEARCH
To design a user-friendly app for Dairy Drop’s subscription-
based dairy (and non-dairy) delivery service, a comprehen-
sive competitive analysis was conducted, focusing on key
players in the dairy and related delivery markets. Four major
competitors were identified and thoroughly analyzed.
 COMPARATIVE MATRIX
What marketing strategies are our competitors utilizing, and how can we adjust our own
approach to more effectively reach and engage our target audiences?
Great OKW Bad

Comparable
Features
Customers need to order Support subscriptions and
Subscription every week, yet there are one-off orders, with some flexi-
No subscription services. No subscription services.
management flexibilities for changes before bility for customers' to manage
deliveries, their orders and deliveries.

Very clear and informative Clear product listing, but bad Very clear and informative
Clear product listing and info,
product listing and info, with on individual product details product listing and info, with
Product catalog but link to third-party page for
good filtering feature. (only nutrition labels are good filtering feature.
purchase.
No package/ bundle available. shown). No package/ bundle available.

Good and clear shopping cart, Good and clear shopping cart,
checkout and payment flow checkout and payment flow
Payment gateway No own e-commerce platform. No own e-commerce platform.
on web and app, accept major
on web, accept major credit
cards. debit and credit cards.

Delivery dates can be set by

Delivery dates are set basing
customers, usually deliver by
Delivery scheduling No own e-commerce platform. on locations, customers have No own e-commerce platform.
7am on the delivery day.
limited control.
Hotline for checking status.

Orders can be checked on

Orders can be checked on
website and app, but no
Order tracking No own e-commerce platform. website and app, but no No own e-commerce platform.
real-time tracking.
real-time tracking.
Hotline for checking status.

Basic contact info and FAQs Basic contact info and FAQs Basic contact info available, Basic contact info available,
Customer support available, with chatbot for available, with chatbot for FAQs are lengthy and a bit FAQs are lengthy and a bit
instant online chat. instant online chat. hard to look for support. hard to look for support.

Unique products Wide range of other food Wide range of other food
No other products other than
(proprietary cows & plant-based dairy.
and farm-related products No other non-dairy products. and farm-related products
non-dairy suppliers) available. available.

Testimonial section for high-

Customer's reviews lighting positive feedbacks
No customers' reviews or No customers' reviews or No customers' reviews or
& ratings ratings available. ratings available. ratings available.
from media and customers.
 TARGET
AUDIENCES
RESEARCH Qualitative/Primary
 PERSONA Qualitative/Assumptive

Short bio
Charlotte Harris, 35, a marketing manager living in Richmond Hill, with her husband and two kids,
ages 5 and 7. She juggles a busy career with the needs of her young family. As a working mom,
Charlotte values convenience and efficiency in all areas of her life, including grocery shopping.
She’s looking for products and services that simplify her life and support her family's health.

Goals Frustration
• Provide healthy meals for her family without • Balancing work and home leaves little time
frequent store visits. for shopping.
• Maximize family time and reduce time for • Forgetting to restock essential items.
shopping. • Frustrated by rigid delivery schedules.

Influences Motivations
Charlotte Harris • Relies on recommendations from family and
friends.
• Convenience - seeks time-saving services
for family needs.
Archetype: The Caregiver • Focuses on organic and healthy products. • Health & sustainability: Wants nutritious,
• Trusts ethical brands with good reputation. eco-friendly options for her family.
Compassionate Reliable
Preferred social Preferred channels
Nurturing Proactive • Facebook, Instagram, Youtube • Prefers online shopping for home essentials
Age: 35 and likes to go to local grocery stores for
fresh and specialty items.
Gender: Female
Preferred tools Favorite brands
Job Title: Marketing Manager
• Primarily uses her phone for app-based shop- • Longo's, Whole Foods, Sephora, Clarins,
Income: $80,000 per year ping; and uses her iPad and laptop for brows- Amazon
Family: Married with 2 kids ing and work.

Location: Richmond Hill, ON Tagline

Experience level: Advanced "Simplifying life with fresh, sustainable choices for my family."
 PERSONA Qualitative/Validated

Short bio
Charlotte Harris, 35, a marketing manager living in Richmond Hill, with her husband and two kids,
ages 5 and 7. She juggles a busy career with the needs of her young family. As a working mom,
Charlotte values convenience and efficiency in all areas of her life, including grocery shopping.
She’s looking for products and services that simplify her life and support her family's health.

Goals Frustration
• Provide healthy meals for her family without • Balancing work and home leaves little time
frequent store visits, with reasonable prices. for shopping.
• Maximize family time and reduce time for • Forgetting to restock essential items.
shopping. • Frustrated by rigid delivery schedules.

Influences Motivations
Charlotte Harris • Relies on recommendations from family,
friends and social platforms.
• Convenience - seeks time-saving services
for family needs.
Archetype: The Caregiver • Focuses on organic and healthy products. • Health & sustainability: Wants nutritious,
• Trusts ethical brands with good reputation. eco-friendly options for her family.
Compassionate Reliable
Preferred social Preferred channels
Nurturing Proactive • Facebook, Instagram, Youtube • Prefers online shopping for home essentials
Age: 35 and likes to go to local grocery stores for
fresh and specialty items.
Gender: Female
Preferred tools Favorite brands
Job Title: Marketing Manager
• Primarily uses her phone and iPad for app- • Longo's, Whole Foods, Sephora, Clarins,
Income: $80,000 per year based shopping and browsing; and uses her Amazon
Family: Married with 2 kids laptop for work.

Location: Richmond Hill, ON Tagline

Experience level: Advanced "Simplifying life with fresh, sustainable choices for my family."
 Designer: Michelle Yiu Date: Feb 17, 2025
Type of User: Busy working moms - Charlotte Harris

EMPATHY MAP Qualitative/ Assumptive

1. Who are we empathizing with? 2. What do they need to do?

• 35-year-old marketing manager living in Richmond Hill. • Find easy, healthy products for her family, including organic milk and
• Married, with 2 kids (ages 5 and 7). snacks.
• Works full-time and is always balancing work, home life, and kids' • Manage the household by keeping things organized and stocked up.
schedules. • Save time by having groceries delivered to the door instead of going
to the store.

3. What do they SEE? 4. What do they SAY?

• Busy mom groups sharing tips about • “I need to make my life easier with better
time-saving services and healthy living. shopping options.”
• Local stores with limited organic or dairy- • “It’s hard to find fresh, organic milk that’s not
free options. too expensive.”
• Ads for delivery services that promise con- • “I want something that works around my
venience, but unsure about the quality. Type of User: family’s schedule and needs.”
Busy working moms

5. What do they DO? 6. What do they HEAR? 7. What do they THINK and FEEL?
• Shop online for products that are healthy, • Friends talking about convenient delivery • Stressed about managing family needs,
organic, and convenient. services for families. work, and shopping.
• Look for time-saving services that fit her • Mom groups sharing tips on saving time and • Hopeful to find reliable services that can
busy routine. buying healthy foods. make life easier.
• Plan meals around her family’s health needs • Online reviews about services that promise • Worried about spending too much time on
and preferences. freshness and reliability. things that aren’t important.

8. PAINS 9. GAINS
• Limited time for grocery shopping due to work and family responsibil- • Convenience of having healthy food delivered to her door.
ities. • Time-saving services that help her keep everything running smoothly.
• Struggling to find fresh organic products that meet her family's needs. • Reliability of knowing she can trust the service for fresh, high-quality
• Lack of flexibility in shopping and delivery options. products.
 Designer: Michelle Yiu Date: Mar 28, 2025
Type of User: Busy working moms - Charlotte Harris

EMPATHY MAP Qualitative/ Validated

1. Who are we empathizing with? 2. What do they need to do?

• 35-year-old marketing manager living in Richmond Hill. • Find easy, healthy products for her family, including organic milk and
• Married, with 2 kids (ages 5 and 7). snacks.
• Works full-time and is always balancing work, home life, and kids' • Manage the household by keeping things organized and stocked up.
schedules. • Save time by having groceries delivered to the door instead of going
to the store.

3. What do they SEE? 4. What do they SAY?

• Busy mom groups sharing tips about • “I need to make my life easier with better
time-saving services and healthy living. shopping options.”
• Discount platforms like "Flipp" to learn • “It’s hard to find fresh, organic milk that’s not
about the weekly grocery offerings. too expensive.”
• Ads for delivery services that promise con- • “I want something that works around my
venience, but unsure about the quality. Type of User: family’s schedule and needs.”
Busy working moms

5. What do they DO? 6. What do they HEAR? 7. What do they THINK and FEEL?
• Shop online for products that are healthy, • Friends talking about convenient delivery • Stressed about managing family needs,
organic, and convenient. services for families. work, and shopping.
• Look for time-saving services that fit her • Mom groups sharing tips on saving time and • Hopeful to find reliable services that can
busy routine. buying healthy foods. make life easier.
• Plan meals around her family’s health needs • Online reviews about services that promise
and preferences. freshness and reliability.

8. PAINS 9. GAINS
• Limited time for grocery shopping due to work and family responsibil- • Convenience of having healthy food delivered to her door.
ities. • Time-saving services that help her keep everything running smoothly.
• Struggling to find fresh organic products that meet her family's needs. • Reliability of knowing she can trust the service for fresh, high-quality
• Lack of flexibility in shopping and delivery options. products.
RESEARCH Quantitative/Secondary
 PERSONA Quantitative/Validated

Short bio
Lucas Carter, 29, is a graphic designer living in Downtown Toronto. He’s single, loves an active, ad-
venturous lifestyle, and enjoys exploring new food trends, fitness regimens, and environmental ini-
tiatives. Lucas values sustainability and health, so he's drawn to products that align with his beliefs.

Goals Frustration
• Stay active and maintain a healthy lifestyle. • Dislikes wasting time on long time-consum-
• Explore new food trends and health-con- ing grocery store trips.
scious alternatives. • Hard to find high-quality, ethical products
• Find sustainable, eco-friendly products that that meet his dietary needs.
align with his values.

Influences Motivations
Lucus Carter • Heavily influenced by fitness trends, healthy
eating, and mindfulness practices.
• Exploration: seeks out new experiences,
whether that’s in food, fitness, or travel.
Archetype: The Explorer • Prioritizes sustainability in every aspect of life, • Health-conscious living: staying fit, eating
from his diet to his clothing choices. clean, and supporting sustainable practices.
Open-minded Curious
Preferred social Preferred channels
Enjoy life Independent
• Instagram, TiktTok, Youtube • Frequently shops on websites like Amazon,
Age: 29 but also loves exploring local organic and
sustainable food markets for unique finds.
Gender: Male
Job Title: Graphic Designer Preferred tools Favorite brands
• Primarily uses his phone for managing tasks • Whole Foods, Patagonia, Nike, Lush
Income: $90,000 per year and online shopping; and laptop for design
Family: Single work and researching products or services.

Location: Downtown Toronto, ON Tagline

Experience level: Advanced "Exploring new trends, staying healthy, and living sustainably."
 Designer: Michelle Yiu Date: Feb 17, 2025
Type of User: Health-conscious adults - Lucas Carter

EMPATHY MAP Quantitative/ Validated

1. Who are we empathizing with? 2. What do they need to do?

• 29-year-old graphic designer living in Downtown Toronto. • Find easy delivery services for organic and eco-friendly products.
• Single, loves trying new food trends and staying active. • Keep up with a healthy lifestyle by having the right products delivered.
• Works as a freelancer, so he has flexible hours but wants things to be • Save time by not going to the store often.
easy and convenient.

3. What do they SEE? 4. What do they SAY?

• Influencers showing new healthy and • “I need a better way to get healthy,
eco-friendly products. eco-friendly products.”
• Limited availability of the products he likes • “It’s hard to find good options in the store.”
in stores. • “I want new things, but I need flexible ser-
• Ads for delivery services that don’t always vices.”
fit his needs.
Type of User:
Health-conscious adults

5. What do they DO? 6. What do they HEAR? 7. What do they THINK and FEEL?
• Use delivery services to save time and effort. • Friends and influencers telling him about • Frustrated by not finding the products he
• Look up products online and ask for recom- new products. likes in stores.
mendations. • Talk about delivery services that save time • Excited to try new things and stay healthy.
• Stay active with fitness routines and outdoor and are eco-friendly. • Guilty about the environmental impact of
activities. • Podcasts or social media about health and some choices.
sustainability.

8. PAINS 9. GAINS
• Time spent shopping for the right products. • Convenient delivery that saves him time.
• Limited stock of his preferred eco-friendly items. • Flexibility to adjust orders when needed.
• Hard-to-change subscriptions that don’t fit his needs. • High-quality, eco-friendly products he values.
 USER FLOWS,
SITEMAP,
JOURNEY MAP
 RESEARCH
Persona IA Sitemap Comparative Matrix

Empathy Map Interview

User Flow
 USER FLOW Assumptive

Persona: Charlotte Harris, Age:35, Marketing Manager

Goal for coming to the app: subscribe healthy dairy and non-dairy products for her family, and manage her orders.

Feedback from interview

• I don't want to sign up when I first visit, better to have the option to
continue as guest
• If I have a order/ subscription, I wish to see the status of them once in
sign in
• Usually I will use search bar to look for the product I want instead of
browsing around, I will only browse when I have time.
 USER FLOW Validated

Persona: Charlotte Harris, Age:35, Marketing Manager

Goal for coming to the app: subscribe healthy dairy and non-dairy products for her family, and manage her orders.

Update
• Added "continue as guest" option on top of sign-in and sign-up
• "Order status" available at homepage if customer has an order
• Added "search bar" part when browsing the homepage
IA SITEMAP
 JOURNEY MAP
Charlotte Harris, 35 Goal:
Location: Richmond Hill ON To conveniently receive high-quality, eco-frienxdly dairy products for her family through a reliable
Job Title: Marketing Manager subscription service, with real-time delivery tracking and good customer support.
Family: Married with 2 kids

Stage Explore Discover Research Consider Purchase Delivery Complete

Browse Browse Browse Order Delivery

Splash Check my Order
User Flow screen
Sign-in Home product product subscrip- Add to cart Checkout confirma-
orders tracking
confirma-
listing details tion tion tion

Open the app, view Browse product Check product de- Add items to Enter payment and Track the order in Receive prod-
splash screen, login and listing, filter catego- tails, read reviews, shopping cart, delivery details, real-time, receive ucts. Check
Actions navigate to the homep- ries, look for inter- explore subscription review selection confirm order, and notifications, and products, and
(Tasks & Goals) age to get an overview ested products. options. and price. receive order confir- check for status leave feedback if
of the services offered. mation. updates. necessary.

Splash screen, sign-in Home, product list- Product details and Shopping cart Checkout, order My order, order Delivery con-
and home pages ing pages, search subscription pages, page confirmation pages, tracking pages, firmation page,
Touch Points and product filters reviews section payment gateway push and in-app feedback section
notifications

Curious yet skeptical Interested but a bit Confident but Satisfied Relieved and Anticipating Satisfied and
overwhelmed cautious excited happy
"I wonder if this can
help me save time for “There are so
my grocery shopping" many options,
Emotional States & which are good for “I can’t wait for the “Everything ar-
my family?” “I’m happy with delivery to arrive.” “I’m excited to see rived as expect-
Feelings my choices, when my order ed! I’m happy
“Looks great, I need anything more arrives! Hope it’s on with the service
to ensure the sub- to add?” time.” and products.”
scription works for
my needs.”

Add biometric login for Add recommen- No changes needed Add suggestions Add save payment No changes needed Add loyalty
Opportunities convenience dations based on for complemen- details function incentives for
browsing history tary products future purchases
WIREFRAMES
& PROTOTYPE
 WIREFRAMES Skeleton Sketches

Exploring Initial Concepts:

8 Speed Sketches for Landing Page

To kick off the design process, we created

8 unique wireframe sketches for the app's
landing page in 8-minute sprints. The goal
was to quickly generate diverse ideas and
explore different approaches for presenting
key content and functionalities.

Since the landing page is often the first inter-

action users will have with the app, it’s crucial
that it serves as both an informative and nav-
igable space. It needs to provide clear path-
ways to important sections of the app, while
also showcasing highlighted information and
key calls to action. Each sketch explores dif-
ferent layout options, ensuring intuitive nav-
igation and emphasizing the key details and
features we want to highlight right away.
 WIREFRAMES Research & A/B Testing

A/B Testing:
Two refined designs from the 8 speed sketches were selected to conduct A/B testing.

Design B:
Design B
- simple and clean, easy to
Design A: see all info.
Design A - clean and objective
- like how the infos are or- - looks less cluttered, less
ganized in blocks, like the information overload, can
bottom menu bar too. easily focus on less prod-
- looks good and intuitive uct at a time
that it is user-friendly, sug- - looks minimal and more
gest to put more icons on engaging
nav bar. - big icons, readable for any-
one
- like the product size
- more balanced
- easy to read the info

20% 80%
 WIREFRAMES Lo-Fidelity

Refining the Design Based on A/B Testing

and User Flow

Based on A/B testing results and a better un-

derstanding of user flow, I combined the best
parts of the two design ideas to improve the
homepage and key pages of the app. I also
removed the burger menu after researching
app layout best practices, as it's less intuitive
for users. Instead, I added a more straightfor-
ward navigation system.

To help users find products more easily, I

included a search bar on most key pages, Sign-in Page Homepage Product Listing Product Detail
making it quicker for them to browse the app.

Subscription Shopping Cart Checkout Order Tracking

 WIREFRAMES Mid-Fidelity

Sign-in Page Homepage Product Listing Product Detail

 WIREFRAMES Mid-Fidelity

Subscription Shopping Cart Checkout Order Tracking

 HI-FIDELITY WIREFRAMES

Splash Screen Sign-in Page Homepage Shop Page

 HI-FIDELITY WIREFRAMES

Prod uc t L i s t i n g Pro du ct Detail Pack age Detail Subscription

HI-FIDELITY WIREFRAMES

Shopping Cart Checkout Order Tracking

HI-FI PROTOTYPE

Prototype Link:

https://www.figma.com/proto/HDiArSHaGWbo4KKFGmqvnZ/
DairyDrop_Hi-Fi?page-id=0%3A1&node-id=2003-381&p=f&v
iewport=98%2C218%2C0.25&t=xp2sWnRQ9gziwjLD-1&scal-
ing=scale-down&content-scaling=fixed&starting-point-node-
id=2003%3A381
 REFLECTIONS
This Dairy Drop app project was a valuable experience in applying the Double Diamond UX process. It highlighted the impor-
tance of user feedback and iterative design in creating an effective mobile application.

Assumptions & Corrections:

Initially, I assumed users would readily sign up and might primarily browse for products. User feedback contradicted this, lead-
ing to key corrections: adding a "continue as guest" option, implementing a prominent search bar, and replacing less intuitive
navigation ideas (like a burger menu) with a direct bottom navigation bar. A/B testing also directly informed homepage layout
refinements.

Learning & Growth:

The project emphasized how crucial direct user input (from interviews and testing) is for challenging assumptions and guiding
design improvements. Developing artifacts like personas and journey maps proved essential for maintaining a user-centered
focus. Progressing through iterative design stages, from initial sketches to a high-fidelity prototype, significantly strengthened
my skills across the entire UX workflow, reinforcing the process needed to build intuitive and user-focused solutions.